By Marco Passoni
In the world of travel, the excitement of a new destination often overshadows the journey itself. However, the journey is not merely a means to an end—it is an integral part of the travel experience. For decades, travel retail has been focused on the idea of providing travellers with duty-free shopping opportunities and convenience. But in today’s ever-evolving landscape, there’s a growing need to redefine this approach. With experience becoming an integral part of both the travel and retail ecosystems, travel retail must evolve past being just another pit stop to become a meaningful part of the journey experience.
Shifting the Focus: From Transactional to Experiential
Traditionally, travel retail has been transactional in nature—buying a souvenir, grabbing a snack, or making a last-minute purchase. This mindset is changing, as travellers now seek more from every part of their travel experiences, even the transit points. To meet these expectations, travel retail must transform itself from a place of transactions to a hub of unique, memorable experiences.
This means integrating the retail environment with the overall journey, offering services and products that enhance the traveller’s emotional and sensory experience. Think of interactive product displays, pop-up stores featuring local artisans, or wellness zones where shoppers can unwind and recharge. These elements make the time spent in transit more than just a waiting period—they become experiences in their own right, and that is vital.
Personalisation is Key
Today’s travellers are more diverse and discerning than ever before. In this situation, travel retail cannot adopt a one-size-fits-all approach – every touchpoint and interaction must feel tailored to the needs of the customer. Indeed, personalised services and offerings can elevate the journey experience significantly. Digital can help here; for example, imagine a digital concierge that offers tailored recommendations based on travel itineraries, or a mobile app that notifies passengers of exclusive offers tailored to their preferences as they move through the airport. But the human element can never be ignored. Frontline staff must be equipped with the knowledge and techniques to engage shoppers in the correct way, so the interaction feels truly bespoke. At 2.0 & Partners, we have recently launched our Chinese Excellence Academy to help with this situation; this immersive, on-demand, e-learning platform allows staff to gain valuable training and insights on how to engage the modern Chinese consumer. Getting personalisation right is the key to unlocking the next level of service.
Storytelling and Sense of Place
Travel is inherently about stories and travel retail must play a role in this narrative by reflecting the local culture and spirit of the destination. Instead of generic, globalised retail spaces, travel retail environments should evoke a sense of place, offering products and experiences that tell the story of the destination.
Why can travel retail spaces not contain a showcase of local art and heritage crafts alongside products? Or a culinary corner where travellers can taste local delicacies before they buy? Blending culture and food into the retail ecosystem does not just sell products, it enriches the travel experience, making the journey itself a destination.
Beyond Shopping: Fostering Community and Connectivity
Airports and travel hubs are unique melting pots of people from around the world. Travel retail can harness this diversity by creating spaces that foster community and connectivity. Imagine curated cultural events, live performances, or book signings happening right within the retail area. These events not only draw in travellers but also create a shared experience, transforming a mere layover into a memorable part of the journey.
Moreover, digital platforms can play a role in connecting travelers with similar interests. Think of an app where travelers can join pop-up workshops, meet for a coffee, or even share travel tips – all made possible by the travel retail space. This sense of community and connection can make even the most mundane parts of travel feel engaging and enjoyable, and help to create a unique offer in the travel retail space once more.
Sustainability as Part of the Experience
Modern travelers are increasingly conscious of their environmental footprint – and travel retail must be in-step with the needs of its customers. From eco-friendly packaging to offering products from socially responsible brands, every aspect of the retail experience must reflect a commitment to sustainability, delivered in a transparent and honest way.
The Future of Travel Retail: A Seamless, Enriching Experience
The future of travel retail is not just about selling products; it’s about creating moments that enhance the journey. By focusing on personalisation, storytelling, community, and sustainability, travel retail can transform from a stopover necessity to an anticipated part of the travel experience.
As the world of travel continues to evolve, so too must the role of travel retail. It’s time to rethink what these spaces can be—not just a place to buy things, but a place to enrich the journey itself. Because in the end, travel isn’t just about reaching a destination; it’s about the stories we collect along the way. And travel retail, when done right, can help make those stories unforgettable.
